Deck 15: Evaluating an Integrated Marketing Program

Question 1

Which evaluation technique utilizes numbers and measures the results of the marketing program?

A)Message evaluation
B)Respondent behavior evaluation
C)Online measurement
D)Recognition evaluation

Answer 1

B

Question 2

When evaluating advertising or IMC campaigns, examples of long-term measures would include each of the following except brand:

A)sales.
B)awareness.
C)loyalty.
D)equity.

Answer 2

A

Question 3

Define the term "metric."

Answer 3

Measures known as metrics attempt to accurately portray the effectiveness of a marketing communications plan.

Question 4

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Question 5

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

Question 6

Procedures used to evaluate advertising and marketing should be developed after launching a campaign.

Question 7

A message evaluation can take place:

A)when an ad is completed.
B)when an ad has been shown to the public.
C)when the campaign is complete.
D)at any stage of the development of an ad.

Question 8

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

Question 9

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

Question 10

A storyboard is used to outline the structure of which type of advertisement?

A)Radio
B)Television
C)Magazine
D)Print

Question 11

Message evaluations primarily deal with visible consumer actions, such as making store visits or clipping a coupon.

Question 12

An examination of visible customer actions including making store visits and purchases is which type of evaluation?

A)Respondent behavior
B)Pre-testing
C)Message
D)Message synthesis brand recognition

Question 13

What are the three broad categories of evaluation tools used to evaluate IMC systems?

Question 14

Message evaluations primarily deal with customer actions and outcomes, such as making store visits or accessing a website.

Question 15

An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):

A)respondent behavior evaluation.
B)online evaluation metric.
C)message evaluation.
D)message synthesis.

Question 16

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?

A)Sales and redemption rates
B)Product specific awareness
C)Awareness of the overall company
D)Liking the company

Question 17

What items should be identified when evaluating an advertising program?

Question 18

Define the terms click-throughs, dwell rate and dwell time.

Question 19

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

Question 20

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

Question 21

Advertising tracking research does not measure:

A)ad memorability.
B)unaided and aided message recall.
C)brand and ad recognition.
D)emotional reactions.

Question 22

When copytesting television ads, researchers often use:

A)a portfolio test.
B)a theater test.
C)a reaction test.
D)cognitive neuroscience.

Question 23

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

A)Brand image
B)Brand equity
C)Impression
D)Emotional

Question 24

Advertising tracking research examines:

A)web chatter about ads and ad campaigns.
B)physiological reactions to ads and ad campaigns.
C)ads that have been finished or in the latter stages of production.
D)ads that have already been launched.

Question 25

Advertising tracking research does not measure:

A)ad likeability.
B)unaided and aided brand awareness.
C)unaided and aided campaign recall.
D)physiological reactions.

Question 26

After being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:

A)memorability.
B)aided brand awareness.
C)unaided brand awareness.
D)brand and ad recognition.

Question 27

When copytesting print ads, researchers often use which type of approach?

A)Portfolio test
B)Theater test
C)Regulatory test
D)Cognitive neuroscience

Question 28

When using message evaluation techniques, copytesting is most likely to be used:

A)in conjunction with ad tracking research.
B)in the final stages of ad development or with the finished ad.
C)with theater and portfolio tests.
D)with online metrics.

Question 29

After being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:

A)memorability.
B)aided brand awareness.
C)unaided brand awareness.
D)brand and ad recognition.

Question 30

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

A)emotional reaction tests.
B)copytesting.
C)cognitive neuroscience.
D)advertising tracking research.

Question 31

If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be:

A)quantitative questions on a copytest.
B)emotional reaction tests.
C)verbatim comments from a copytest.
D)ad tracking research.

Question 32

Advertising tracking research does not provide information regarding:

A)how an ad is performing compared to previous ads.
B)why an ad is not performing well.
C)how an ad is performing compared to the competition.
D)how an ad is performing over time.

Question 33

With advertising tracking research, tests can be performed to measure each of the following except:

A)effectiveness of media buys.
B)general measure of the effect of media weight (media spending).
C)quality of the ad's message and execution.
D)level of web chatter about the ad and brand.

Question 34

Asking respondents if they recognize a brand in an advertisement measures:

A)memorability.
B)aided brand awareness.
C)unaided brand awareness.
D)brand and ad recognition.

Question 35

Although ads can be tested prior to production, most advertising agencies perform little pretesting because they:

A)tend to be unreliable.
B)are too expensive.
C)are not requested very often by clients.
D)have to be matched with posttests to be effective.

Question 36

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

A)advertising tracking research.
B)copytesting.
C)online cookie analysis.
D)cognitive neuroscience.

Question 37

Quantitative copytesting questions do not measure:

A)ability of the ad to break through.
B)why a particular ad is not liked.
C)how enjoyable the ad is.
D)what the ad communicates.

Question 38

When using advertising tracking research, after a respondent is shown a segment of an advertisement or stills of an ad, respondents are asked first if they:

A)can identify which brand was in the ad from a list of brands shown to them.
B)can identify the brand being advertised.
C)recognize the company or brand.
D)like the ad.

Question 39

In an advertising tracking research exercise, respondents are shown a(n):

A)entire ad, but without the brand name being visible.
B)brief portion of the ad that includes one mention of the brand name.
C)brief portion of the ad or stills of the ad with the brand name removed or hidden.
D)series of ads so they will not know which ad is being studied.

Question 40

Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?

A)Ad tracking research
B)Copytesting
C)Cognitive neuroscience
D)Emotional reaction tests

Question 41

Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

Question 42

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

A)favors affective approaches over rational approaches.
B)inspires creativity.
C)is necessary primarily because of the issue of accountability.
D)is not really useful, but necessary because of demands of creatives.

Question 43

Which method may use a computer joystick to test emotional reactions to an ad?

A)A warmth monitor
B)Cognitive neuroscience
C)Copytesting
D)Ad tracking research

Question 44

Cognitive neuroscience cannot measure:

A)physiological reactions to an advertisement.
B)behavioral intentions.
C)intensity of emotions.
D)positive and negative emotions.

Question 45

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

Question 46

Cognitive neuroscience has the capability of indicating each of the following except:

A)physiological reactions to an advertisement.
B)behavioral intentions.
C)where brain activity occurs and, to a certain degree, the level of activity.
D)where a person focuses on an advertisement.

Question 47

Copytesting by companies such as Nielsen IAG indicates how well an advertisement performed compared to previous campaigns.

Question 48

With regard to copytesting, each of the following criticisms has recently been voiced except:

A)copytests stifle creativity that is needed to produce ads that stand out.
B)copytests favor emotional approaches in advertising.
C)copytests tend to lead to ads about product benefits that are believable and understandable to a focus group.
D)members of focus groups know little about creativity and are not legitimate judges of creative advertising.

Question 49

A storyboard is a series of pictures providing an overview of the structure of a website design.

Question 50

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

Question 51

Which of the following measures physiological reactions to advertisements and marketing messages?

A)Recall tests
B)Advertising tracking research
C)Biometric measures
D)Test marketing

Question 52

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

A)copytesting.
B)ad tracking research.
C)warmth monitors.
D)test marketing.

Question 53

Evaluation or testing of advertising communications can occur at any stage of the development process.

Question 54

Biometric measures evaluate:

A)data about a person's heartbeat, perspiration levels, respiration, and body movements.
B)data about a person's attitudinal changes.
C)changes in sales after exposure to an emotional advertisement.
D)increases in verbal responses to questions posed in focus groups.

Question 55

Warmth monitors are an example of:

A)an emotional reaction test.
B)copytesting.
C)ad tracking research.
D)cognitive neuroscience.

Question 56

Advertising tracking research examines ads that have been launched.

Question 57

Brain-image measurement is part of:

A)ad tracking research.
B)emotional reaction tests.
C)copytesting.
D)cognitive neuroscience.

Question 58

Cognitive neuroscience measures:

A)impulse buying.
B)brain electricity.
C)dilation of a person's pupil.
D)perspiration.

Question 59

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:

A)advertising tracking research.
B)copytesting.
C)cognitive neuroscience.
D)emotional reaction tests.

Question 60

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

Question 61

A copytest is used when the marketing piece is finished or is in the final stages of development.

Question 62

In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

Question 63

Advertising tracking services offer the advantage of providing diagnostics that allow an advertising agency to understand why an ad did not perform well.

Question 64

The use of the internet for copytesting is quickly replacing both the portfolio and theater tests.

Question 65

A theater test is a display of television advertisements shown together in a theater.

Question 66

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

Question 67

Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.

Question 68

Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

Question 69

In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Question 70

While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.

Question 71

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Question 72

In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.

Question 73

A portfolio test is often used for copytesting of print ads.

Question 74

Biometric research measures physiological or physical responses to advertising.

Question 75

Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

Question 76

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Question 77

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

Question 78

A portfolio test is a display of television advertisement in a theater.

Question 79

Biometric research measures psychological responses, such as attitudinal changes.

Question 80

Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.